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With 2014 fast approaching, now is the perfect time to reflect upon the good, bad and the ugly of the previous year — especially the ugly — in an effort to avoid similar #fail moments in the future.

Take this year’s biggest PR fails, for example. From technology start-ups to established retail chains, a variety of companies garnered headlines for blunders that could have been avoided. So, without further delay, here are some of this year’s most infamous PR missteps and their key takeaways.

Rob Ford: Own Up to It and Own the Story

When accusations surfaced that Toronto Mayor Rob Ford was caught smoking crack, he held a press conference where he bashed reporters for “asking the wrong questions.” He eventually admitted he’d made a mistake, but his lack of humility and defiant attitude in the face of the media caused him to lose face.

In any crisis communications scenario, admitting the problem and sincerely owning up to it without blame or excuses is a solid first step. But beyond the sincerity, the next goal should be using social monitoring tools to get an accurate view of how the public and the media are discussing the story. Has the story reached your customers and fans yet? How are they reacting?

Once you have the full story, you can craft corporate / executive messaging and determine which channels are the most appropriate to deliver that messaging.

Healthcare.gov: Think Like Your Customers

It’s no secret the Affordable Care Act’s online Health Insurance Marketplace has a few bugs. When the site went live Oct. 1, pages were freezing and people were unable to enroll. The federal government could have avoided the resulting firestorm of criticism if it had tested and retested its website well before launch.

Whether your company is B-to-B or B-to-C, your site needs to make an impression on your users, help simplify interaction and facilitate sales. It may not be the role of brand managers to make these online properties function the way they should, but by viewing these properties through the eyes of customers and the media, managers can help advise on what changes should be made to make the campaign even more successful and less vulnerable to criticism.

Amy’s Baking Company Bakery Boutique & Bistro: Don’t Feed the Trolls and Be Sure to Have a Plan

The owners of this Arizona restaurant are infamous for their “epic” social media meltdown back in May. The incident provides great examples of what brands should avoid when engaging with fans online. One of the biggest lessons: You don’t need to respond to everyone who comments on your page.

The simple fact is that some online commenters are just trolls intent on sowing discord, and “feeding” them fuels the aggression while leaving your brand open to additional attacks. Be selective in who you’re responding to and how you’re responding, and be prepared to use your online communications guidelines if the issue continues to escalate.

Without a plan in place detailing the appropriate reaction for the various levels of complaints, companies are ill equipped to manage an escalating crisis.

No company is immune to PR and social media blunders, but understanding how they occur can help brand managers avoid similar situations in the future.

What PR or social media mishaps did you learn from this year?

Kiki Nichols is a PR and social media engagement supervisor at gyro Denver.